More than 50% sell-through nationwide

15% increase in store traffic

9% conversion rate

And we got the youth of Malaysia to see WATER

The media twist came with the usage of monthly water bills. Suddenly the water bill became an ad for the brand, and got the target audience to think about Levi's whenever they looked at a simple utility bill.

How did we do it? We decided to reward good water usage behaviour.

So we posed a challenge: “How much water can you save in a month?”

Every 1m3 saved would equate to RM20 off the WATER

For 30 days, we shared water saving tips online, and encouraged people to share their own.

At the end of the month, the real test began.

We invited people to bring in their water bills to Levi's stores. And to show us how much they've saved by comparing their new water bill against their old water bill.

The more they saved, the more they were rewarded.

It takes about 42 litres of water to make a pair of jeans. Levi’s® new WATER

The challenge was, how do you make a pair of jeans designed around water conservation relevant to Malaysia - a nation with the highest water consumption per capita in the region.